How to avoid jargon in your website copy

Making this mistake in your website copy could be costing you a lot in sales ⤵️

Writing like you're an expert. I know — it’s counterintuitive.

Last year I designed a website for a leadership coach.

When she first sent me a description of her services, I had no idea what she was talking about. She was bringing years of expertise and industry knowledge to the table—along with a ton of industry jargon.

But here’s the problem: potential clients don’t speak that language.

And when they don’t understand what you’re saying, they tune out and bounce from your site.

My job?

To translate that expertise into easy-to-understand language that resonates with your ideal clients (and sells).

And here’s why not being an expert in my clients’ fields is truly my secret weapon:

→ I ask the questions your potential clients would ask.

→ I naturally avoid industry jargon (because I don’t know it!).

→ I focus on results, not features.

→ I turn complex ideas into clear, compelling messages.

When you're too close to your own expertise, it’s easy to miss how your message lands for someone new.

That’s where I come in.

My secret sauce?

A 90-minute Branding Roadmap interview where we:

• Dig deep into your expertise.

• Uncover what truly sets you apart.

• Identify your authentic voice.

• Map out how to reach your ideal clients.

I always make sure website copy makes sense to ME (not an expert), before hitting publish.

Sometimes you need an outsider's perspective to turn your expertise into messaging that connects. And to stop losing sales because your copy isn’t landing.